课程信息
12,548 次近期查看

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为7 小时

建议:4.5 hours of videos and peer review...

英语(English)

字幕:英语(English)

您将获得的技能

Content CreationPersona (User Experience)Brand ManagementContent Marketing
学习Course的学生是
  • Copywriters
  • Technical Writers
  • Editors
  • Public Relations Specialists
  • Marketing Specialists

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为7 小时

建议:4.5 hours of videos and peer review...

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 2 小时

Introduction to Content Strategy

5 个视频 (总计 31 分钟), 6 个阅读材料
5 个视频
What is Content Strategy?5分钟
John's Three Truths6分钟
It's Not Smart if It's Not Strategic3分钟
Intro to Audience and Experiences9分钟
6 个阅读材料
What is Content Strategy?10分钟
Course Content and Schedule10分钟
How Do I Get The Most Out Of This Course?10分钟
Meet the Team10分钟
Using Medill on Media Engagement10分钟
An Introduction10分钟
2
完成时间为 3 小时

Audiences and Brand

7 个视频 (总计 28 分钟), 3 个阅读材料, 1 个测验
7 个视频
Creating Personas3分钟
Segmenting Your Audience4分钟
Targeting an Audience with Experiences3分钟
Marketing/Branding Your Content Pt.13分钟
Marketing/Branding Your Content Pt. 24分钟
Creating a Core Creative Concept3分钟
3 个阅读材料
The Identity Experience10分钟
Media Concepts10分钟
The Case Study10分钟
3
完成时间为 2 小时

Experiences and Voice

8 个视频 (总计 43 分钟), 4 个阅读材料
8 个视频
Why Do Experiences Matter?3分钟
Understanding the Experiences4分钟
How Experiences Apply to Content7分钟
Development of Tone and Voice6分钟
Importance of a Unique Content Voice4分钟
Best Practices for Professional Writing4分钟
Using a Story Arc with Content7分钟
4 个阅读材料
The Talk About and Share Experience10分钟
The Makes Me Smarter Experience10分钟
Join us for MOOC 2 - Managing Content!10分钟
Other Resources10分钟
4.5
84 个审阅Chevron Right

62%

完成这些课程后已开始新的职业生涯

50%

通过此课程获得实实在在的工作福利

17%

加薪或升职

来自Content Strategy for Professionals: Engaging Audiences的热门评论

创建者 SHSep 15th 2018

Very informative! Various concepts were highlighted to help me design increasingly engaging content for my readers. Will recommend it to everyone seeking to enhance their content strategy skills.

创建者 ASDec 18th 2018

I juts loved this course, it really helped me in understanding about content strategy and assessing the needs of the audience. I am really looking forward to learn next four courses too soon.

讲师

Avatar

John Lavine

Founder, Professor and Director, Media Management Center
Avatar

Candy Lee

Professor
Medill School of Journalism, Media, Integrated Marketing Communications
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Randy Hlavac

Northwestern University & CEO of Marketing Synergy, Inc

关于 西北大学

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

关于 专业人员所需的内容策略 专项课程

Content Strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization’s strategic goals. In this Specialization, you’ll learn best practices from recognized industry and academic experts on how to create and implement engaging content across media platforms that the people you want to reach will really value. You’ll learn how to engage your audience by implementing their stories and using proven tools and techniques to enhance an audience’s experience and interests. You’ll manage content once created by learning how best to tell an organization’s “content story” across media platforms using a human-centered design. You’ll also learn actionable ways to grow internal and external audiences, and expand your content’s reach. The Specialization concludes with a Capstone project that allows you to apply the skills you've learned throughout the courses in response to a real challenge facing organizations today. To fit easily into busy schedules, the Specialization is constructed as four, three-week courses to better fit into any lifestyle. It is a program for you, as a professional, to master and then be able to use what you learn here and take it back to work. It's knowledge that will improve both your effectiveness, and your organization's. Each of the individual courses can be audited for free. Please note that you will not receive a Certificate of Completion if you choose to audit....
专业人员所需的内容策略

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